Ford Ambient PIN BALL by Ogilvy Paris

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Industry Cars
Media Ambient
Market France
Agency Ogilvy Paris
Executive Creative Director Chris Garbutt
Creative Director Thierry Chiumino
Art Director Eric Esculier - Stéphane Santana
Copywriter Benjamin Dessagne
Designer Jérémie Bouchet, Kevin O'connor
Production Moonwalk
Released June 2012


Cannes Lions 2012
Promo and Activation Lions Best Use of Guerilla Marketing in a Promotional Campaign Bronze

Credits & Description

Type of entry: Use of Promo & Activation
Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: FORD
Product/Service: PARK ASSIST
Entrant Company: OGILVY FRANCE Paris, FRANCE
DM/Advertising Agency: OGILVY FRANCE Paris, FRANCE
Executive Creative Director: Chris Garbutt (Ogilvy France)
Head Of Digital/Brand Content: Frederic Levron (Ogilvy France)
Creative Director: Thierry Chiumino (Ogilvy France)
Art Director: Stéphane Santana (Ogilvy France)
Copywriter: Benjamin Dessagne (Ogilvy France)
Designer: Jérémie Bouchet/Kevin O'Connor (Ogilvy France)
TV Producer: Antoine Bagot (Ogilvy France)
Sound Producer: Evelyne Callot (Ogilvy France)
Film Director: Clément Beauvais ()
Production Company: Moonwalk ()
Sound Design: Night Shift/O'Bahamas ()
Music: Apollo ()
Executive Director: Natalie Heckel (Ogilvy France)
Account Director: Amrita Bourdon (Ogilvy France)
Business Director: Fabio Ruffet (Ogilvy UK)
Manager/Brand Communications Strategies: Christine Blisse (Ford UK)
Manager/Creative Services: Usha Raghavachari (Ford UK)
Head Of Marketing: Bruno Charvet (Ford France)
Describe the brief from the client
Ford is a brand with great cars, incredible heritage and cutting edge technology yet it suffers from a bland and unappealing image in France. A large-scale study conducted by Ford found that the French see Ford as a quiet brand that operates under the radar and has nothing interesting to offer. We wanted to change that and show the impact that Ford’s technologies can have on your everyday life.
Shift Ford’s quiet tone of voice and improve people’s opinion of the brand by showcasing its remarkable Active Park Assist technology

Describe the creative solution to the brief/objective.

Building up on a French cultural insight – when you find a parking space, do anything to fit in! – we introduced the Active Park Assist technology in the most spectacular of ways.
A regular street parking spot in Paris was turned into a giant Pinball complete with light and sound effects. 5 hidden cameras filmed people trying to park in the free spot between 2 cars, activating the Pinball scoreboard every time their bumpers were hit.
The worst driver was awarded a Ford equipped with Active Park Assist, enabling him to park effortlessly in the same spot.

Describe the results in as much detail as possible.

Pinball Park was greeted enthusiastically by the blogging community, especially the technologically-savvy younger audience who until now didn’t even have Ford on their radar.
So far:
•2m views on YouTube
•250 PR impressions
•20,000 shares and positive tweets
•+20% fans on Facebook

The giant Pinball machine operating in a real-life setting, using real drivers as unsuspecting 'players', showed the need for Ford Active Park Assist better than any TV product demo ever could.
With this spectacular and, above all, entertaining display of its cutting-edge technology, the Ford brand proved that it belongs in the 21st century and can engage with people and create conversation.